Daniel Avery’s latest music video is pure art

There are still people out there who don’t consider music videos as art. If you do meet one of these people, first slap them in their faces and hope some of their naiveté wares off, and then point them in the direction of this music video; Daniel Avery – Knowing We’ll Be There, directed by Joshua Lipworth.

To capture a feeling on screen is immensely difficult. To capture a feeling, based in your own connotation of a song, I would believe is even harder. This is what Joshua Lipworth have done for Daniel Avery, both for Drone Logic and now this, Knowing We’ll Be There. In a quote, Lipworth says the idea came from the songs euphoric distorted drones, which he felt sounded like a kind of drowning sensation. Though I myself never felt this listening to Avery’s fantastic 2013 debut album, Drone Logic, Lipworth has managed to capture his takeaway so perfectly that it’s difficult to shake it.

It’s shot entirely under water, with what seems to be on 35mm film, and has later been through extensive exposure, to really capture the euphoric feeling they where looking for. In the darkness of the water, only the skin and auburn hair of the young girl contrasts it’s wast emptiness, but after awhile, strobes of light also shining through.